NJ tourism spending hits $51.9B record ahead of World Cup

The basics:

• New Jersey welcomed 124.2M visitors in 2025
• Visitor spending reached a record $51.9B statewide
• FIFA World Cup 2026 expected to boost tourism and jobs
• Tourism industry supported more than 514,500 NJ jobs

Following continued growth in visitor volume and spending in 2025, New Jersey officials are optimistic that upcoming marquee events, like the FIFA World Cup 2026 and America’s 250th anniversary celebrations, will further boost the state’s tourism economy.

According to a new study from the New Jersey Division of Travel and Tourism, the state welcomed 124.2 million visitors in 2025, up from 123.7 million a year prior.

Visitors spent a record $51.9 billion, an increase of 2.7% over the previous year.

By the numbers

By spending category, food and beverage grew fastest at 4.7% year-over-year to $14.9 billion. Retail spending rose 2.1% to approximately $8.81 billion. Meanwhile, recreation spending increased 2.3% to over $6.21 billion.

Transportation spending fell 2.1% to $8.04 billion due to “falling gas prices and reduced air travel – particular from fewer international visitors,” the report said.

Lodging, which includes casino revenue and short-term rentals, notched a 4.1% increase for $14 billion in spending.

Overall, the visitor industry last year had a total economic impact of $83.2 billion in New Jersey. It generated $5.5 billion in state and local tax revenues, according to the report.

Additionally, the sector sustained over 514,500 workers. The figure represents 8.4% of all jobs in the state. One-in-12 of those jobs (154,000) are in the food and beverage industry, the report said.

For 2026, the state projects 126.7 million visitors and $53.6 billion in spending. Total state and local taxes generated from visitor supported activity is anticipated at $5.6 million. By 2028, visitor volume is expected to reach 131.2 million. Spending will grow to $57 billion to generate $5.8 billion in state and local taxes, the report said.

Based on last year’s forecast, New Jersey fell short of its goal of 126.4 million visitors and $52.3 billion in spending. It also appears NJTT adjusted its prior 2026 projection of 130.2 million visitors and $54.8 billion in spending.

NJBIZ has reached out to NJTT for more information on the changes.

‘World’ view

Ahead of the summer travel season, NJTT launched a national effort showcasing the state’s role as a cohost destination with New York for the 2026 FIFA World Cup.

The “Where the World Meets Its Match” campaign includes paid social, commercials and advertisements along the I-95 corridor, major transportation hubs, transit systems and New Jersey Turnpike service areas. It will also feature dedicated messaging to welcome visitors arriving through Newark Liberty International Airport.

New Jersey will host eight matches at MetLife Stadium in East Rutherford, including the July 19 final. The slate positions the state as a central hub for global visitors and economic activity.

According to the New York New Jersey Host Committee, the tournament is expected to generate more than $3.3 billion in direct economic impact across the region, largely from lodging, dining and retail spending. The event is expected to draw over 1 million visitors to the metropolitan area.

Projections anticipate the World Cup will support 26,000-plus jobs and pull in $432 million in tax revenue.

The big 2-5-0

Planning for the 250th anniversary of the American Revolution has been underway for some time. Across New Jersey, historic sites, nonprofits and tourism officials are intent on gaining recognition of the state’s position in America’s founding — and busy making upgrades.

According to officials, events related to the 250th birthday will continue through 2033. The end point marks 250 years since the Treaty of Paris signing, which recognized U.S. independence.

Commenting on the report, Gov. Mikie Sherrill said, “As we commemorate our nation’s 250th anniversary and prepare to cohost the FIFA World Cup 2026, we are honored to share New Jersey with the world, from our iconic coastline and flourishing agritourism offerings to the vibrant communities that power small businesses and local economies.”

The Democratic governor added, “I am deeply grateful to our tourism workforce and partners whose dedication and hospitality make every visitor’s experience truly memorable.”

Lt. Gov. Dale Caldwell believes last year’s growth “reinforces the impact Garden State tourism plays across industries statewide.”

Caldwell, who also serves as secretary of state went on, “Visitor activity produced $5.5 billion in state and local tax revenues, easing the average New Jersey household’s tax burden by $1,550, while also supporting a broad cross-section of the economy, from dining and lodging to recreation and retail.”